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Title: Not a keyboard warrior campaign
Authors: Eng, Dawn Jing Ci
Chow, Aiyan
Phneah, Jeraldine Jialin
Kwang, Shu Wen
Keywords: DRNTU::Social sciences::Communication::Communication theories and models
DRNTU::Social sciences::Mass media::Media effects
DRNTU::Social sciences::Mass media
DRNTU::Social sciences::Communication::Visual communication
DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
DRNTU::Social sciences::Communication::Promotional communication
Issue Date: 2014
Abstract: This paper presents the collaboration between four students of Nanyang Technological University Wee Kim Wee School of Communication and Information and Harley-Davidson of Singapore to combat cyber-aggression among youths (aged 19-25) in Singapore. Not A Keyboard Warrior is a campaign which aims to educate young people on the perils of inappropriate Internet behavior, as well as debunk the practice of cyber aggression as a social norm. The report provides an insight into the campaign’s development, from idea conception to execution, and on to the final evaluation. To achieve the campaign’s goals, the team engaged in thorough formative research and took into account population trends and patterns that result in cyber-aggression. This campaign also elucidates how the strategic campaign initiatives used to foster reflection and stimulate discussion on the issue. The campaign’s effectiveness is then assessed through qualitative and quantitative evaluation of media coverage and target audience’s level of engagement. Finally, the campaign’s limitations are discussed and recommendations for future campaigns that seek to reach out to other social groups beyond youths.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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